How it Works:
The Retail Marketing Program (RMP) is a dynamic and time proven promotional marketing, merchandising and product tool to generate excitement and increase sales within your produce department. Specifically it works as follows:
- Every two weeks Albert’s Organics sources 3-4 items that will be featured on special (both through Albert’s and through the retailer). We offer these items to our customers at a reduced “special” price, so that you can in turn offer these items as “featured specials” within your department.
- In order to help promote these items, Albert’s provides professional, state-of-the-art signage to promote these special items. The signage arrives to you at the same time the product arrives.
- In addition, Albert’s provides you with a once-a-week newsletter that assists you in your overall merchandising strategy providing display suggestions, selling tips and general and valuable produce operational information. This information is provided by Simcha Weinstein, our Retail Specialist who has over 30 years experience working with organic produce and is an established merchandiser with a long-standing reputation as one of the finest produce merchandisers in the industry.
- As we are willing to make a commitment to you with this program - providing excellent product at outstanding pricing coupled with marketing and merchandising support, we ask a commitment from you as well. The commitment we seek is that you partner with Albert’s Organics as your primary organic produce distributor. Our goal with this program is not just to deliver a great “Specials Program” to you, but to deliver an entire organic program that will distinguish you as a destination point for customers looking to buy organically grown produce.
The Retail Marketing Program has been successfully working for retail stores around the country for over 8 years. Retailers who successfully implement the program have enjoyed significant sales spikes in the featured items, not only during the time they are on special, but in the immediate weeks following the promotion. Here are some key strategies for ensuring successful implementation of the RMP:
- Merchandising - Creating abundant displays is critical to the success of any featured special. Large displays moved to a prominent location within the department will affect the success of your promotion more than anything else that you implement. Also critical to your merchandising effort is to have your signage displayed neatly and with the appropriate product in a very visible location.
- Education - Make sure that everyone in your department is aware of what items are being featured, is knowledgeable about the product in general, and is keenly aware of their place in the marketplace during this time of year.
- Sampling - Create excitement in your department by sampling the featured items. A sample of a great item can generate large increases in sales opportunities.
- Pricing - Creating the retail price of the special is up to you. Keep in mind that on a promotion it is best to focus on margin dollars rather than margin percent. If you sell more at a lower price, you actually are contributing more to the overall profitability of your store. Nothing can stall a specials promotion more quickly than a price that doesn’t truly reflect a special. The goal of a specials promotion is not so much to make margin points. The goal of a promotion is to increase overall sales! If properly implemented the RMP has a strong record of providing such results.